A powerhouse brand that supports social good
Can an elevated brand identity lift the coming together of multiple companies onto even higher ground? For the four technology leaders brought together by Apax Partners to transform the category of social impact, the opportunity called for nothing less.
Lippincott was tapped to help guide the coming together of Social Solutions, EveryAction, CyberGrants, and Network for Good. These four companies were independently known as tech brands that drive smart efficiencies, allowing their clients to truly focus on philanthropy, fundraising or the providing of social services. The name of the combined entity is Bonterra.
Lippincott’s remit spanned distilling the new brand purpose and crafting voice, messaging and a new visual identity—all aimed to show that Bonterra redefines how social good organizations can work, for the better. At the outset, we identified our goal: balance technology and humanity to create a fresh, cutting-edge brand identity that connects with its audiences on an emotional level.
Our next focus was to articulate an ownable and elevated brand purpose that would serve as the foundation for the new company: We power those who power social impact. Using this as a North Star, we built an agile masterbrand architecture that signaled a unified Bonterra while allowing for flexibility to accommodate the unique needs of specific audiences.
Turning to brand voice and messaging, we created tools to guide how Bonterra shows up in the world. The new voice boasts both boldness and warmth, confidence and conviction, a critical balance to showcase the brand’s technological expertise while remaining approachable to all audiences. We then developed ready-to-go messaging and themes that could be adapted for any use.
At the core of the new expression is the logo, representing how Bonterra’s interconnected technology serves as the foundation for more good to be done. Inspired by the quilt—an object of skill and beauty but made for utility—the symbol is a nod to the doers of social good and the technology that serves them. The fresh and inviting color palette, unique woven graphics, bold messaging and photography highlights those who Bonterra supports, the people behind the scenes of social good—the doers.
To bring this identity to life, we developed an in-depth launch plan, including a microsite that visually and emotively tells Bonterra’s story. The brand revealed its new identity on March 23, 2022, poised to comprehensively serve the people behind social good organizations that make an impact where it matters.